Glossary
What is the Marketing Messages API for WhatsApp (MM Lite)?
Meta's dedicated route for sending marketing templates, formerly called Marketing Messages Lite: what it adds over the Cloud API, how it is billed and its beta features.
By Broadchat teamPublished Updated 3 min read
Definition
Marketing Messages API (MM Lite): The Marketing Messages API for WhatsApp, formerly the Marketing Messages Lite API or MM Lite, is Meta's dedicated route for sending marketing templates. Generally available since 19 November 2025, it optimises delivery towards users likely to engage and adds performance benchmarks, recommendations, time-to-live settings, GIF headers and optional automatic creative optimisations. Billing follows the same model as the Cloud API, and marketing rates are the same on both.
Also called: MM Lite, Marketing Messages Lite API, MM API for WhatsApp
What the Marketing Messages API is
The Marketing Messages API for WhatsApp is a separate sending path that only carries marketing messages. Service replies, utility updates and authentication codes still go through the Cloud API. The templates are the same Meta-approved marketing templates; what changes is how Meta handles delivery and what extra controls and reporting you get.
| Cloud API | Marketing Messages API | |
|---|---|---|
| Message types | All categories | Marketing templates only |
| Delivery | Standard | Optimised towards people likely to engage |
| Extras | None specific to marketing | Benchmarks, recommendations, time-to-live, GIF headers (MP4 up to 3.5 MB) |
| Billing | Per delivered message by category | Same model; marketing rates apply across both |
Features to know
- Automatic creative optimisations: Meta can test variations of your creative. Since 21 Apr 2026 this is off by default, so you choose whether to allow it.
- Time-to-live: you can set how long Meta keeps trying to deliver a message, so a flash-sale offer does not arrive after the sale ends.
- Max price (beta): a bid for each marketing message, in open beta since 1 Oct 2026. Meta says it will become required in eligible geographies at general availability, planned for Q2 2027. Error 131065 means max price is not available in that country.
- Blocking marketing on the Cloud API: since 6 Apr 2026 a business can choose to block marketing templates on the Cloud API; such sends then fail with error 131063.
Per-user marketing limits still apply whichever route you use. WhatsApp caps how many marketing templates one person receives, based on their engagement.
Worked example
Meera's brand, Rangoli Home, plans a Diwali sale that ends at midnight on Sunday. Using the Marketing Messages API, her team sets a short time-to-live on the offer template so that people whose phones were off all weekend do not receive an expired offer on Monday. They also review Meta's benchmarks after the send to compare read rates with similar businesses, instead of guessing whether the campaign did well.
Marketing messages in Broadchat
Broadchat campaigns from CRM → Bulk Campaign send approved templates through the official Cloud API, paced to the number's messaging limit. If you want to use the Marketing Messages API specifically, ask your partner whether it is available for your account. For template basics, see the message templates guide, and for costs see WhatsApp API pricing.
Sources
- Marketing Messages API for WhatsApp: overview — Meta for Developers, checked 12 October 2026
- WhatsApp Business Platform changelog — Meta for Developers, checked 12 October 2026
- Pricing on the WhatsApp Business Platform — Meta for Developers, checked 12 October 2026
Broadchat team · Product and partner success team
The people who build and support Broadchat, the white-label WhatsApp Business API platform. We write from what we see while onboarding partners and their clients on the official WhatsApp Cloud API, and we check every article against Meta's current documentation.
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Frequently asked questions
Is MM Lite cheaper than sending marketing templates on the Cloud API?
No. Meta's rate cards state that marketing rates apply across the Cloud API and the Marketing Messages API. The difference is in delivery optimisation and reporting, not in the per-message price.
Does the Marketing Messages API avoid per-user marketing limits?
No. WhatsApp's per-user marketing limits apply to marketing templates whichever route sends them. If a send is blocked by the limit, it fails with error 131049, and you should wait 24 hours before retrying.
Can I send OTPs or order updates through it?
No. It carries marketing templates only. Authentication and utility templates, and replies inside the customer service window, go through the Cloud API.